The Cambridge Group offers market consultancy and management services. It is a strategic consulting company that helps in building profit and growth strategies. The company offers a variety of services, such as identifying new demand opportunities, reinventing categories, building portfolio strategies, driving innovation, optimizing pricing and enhancing brand equity. It undertakes research on various market economics and customer needs and has developed a number of applications that include Forces & Factors, Demand Landscape, Safari, Customer Demand Analysis, V-Score and Innovation/Reinvention. The company serves a variety of industries, such as commercial, manufacturing, transportation, packaged consumer goods, financial services, media, retail, telecommunications and health care. It has been operational for more than 30 years and is located in Chicago.